final haleeb report

8/12/2019 Final Haleeb Report

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Running Head: HALEEB FOODS SUPPLY CHAIN 1

Hina Qaiser

Maheen Chaudhr

Mane!he I"ran

Muha""ad Fai!an Ur Rah"an

Na#eeha $u#air

Ya"ina %ha&ed

Ms' Mehreen Reh"ani

Su((& Chain Manage"en)* A

A(ri& +* ,-1.

Lah/re S0h//& / E0/n/"i0s


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Haleeb Foods Supply Chain 2

Contents

Contents......................................................................................................................................2

Introduction.................................................................................................................................. 3

Company Overview.................................................................................................................. 3

Corporate and Supply Chain Strategy..........................................................................................4

chieving Strategic Fit.............................................................................................................. !

"istribution................................................................................................................................... #

"istributor Storage with Carrier "elivery .................................................................................#

Supplier Selection $rocess..........................................................................................................%

&il' $rocurement $rocess......................................................................................................... ((

Facility )ocation......................................................................................................................... ((

&ar'ets *hey Serve............................................................................................................... (3

&ode o+ *ransportation..............................................................................................................(4

*ransportation ,etwor' "esign..................................................................................................(4

"irect *ransportation ............................................................................................................. (4

*ransportation directly via a Central "istribution Center.........................................................(-

*ransportation and Inventory Holding Costs...........................................................................(-

*ac'ling is's ....................................................................................................................... (-

$ricing Strategy.........................................................................................................................(/

In+ormation *echnology.............................................................................................................(#

Supply Chain Coordination at Haleeb........................................................................................20


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Introduction

Pa2is)an is )he /ur)h &arges) "i&2 (r/du0er in )he 3/r&d' A#/u) a )hird / )he )/)a& "i&2 (r/du0ed

in rura& areas* &/3s /u) )/ ur#an 0/nsu"ers and (r/0essing indus)ries' In ur#an areas* "i&2 is

a4ai&a#&e )/ 0/""/n 0/nsu"ers in )3/ 3as: &//se5un(r/0essed "i&2 and (a02ed5(r/0essed

"i&2* usua&& (a02aged and )rea)ed # "/dern "i&2 (r/0essing )rea)"en)s &i2e UH6 )rea)"en)'

7i)h )he added re8uire"en)s /r sae and hgieni0 //d (r/du0)s* de"and / (r/0essed "i&2 is

gr/3ing a) ,-9 (er ear' 6his has 0rea)ed a gr/3ing "ar2e) /r "i&2 and dair 0/"(anies )/

(r/4ide saer* (r/0essed and (a02aged "i&2 )/ ur#an 0/nsu"ers' In addi)i/n )/ (a02aged "i&2*

)he de"and /r dair &i8uid* )ea 3hi)eners and an)hing /)her )han 3h/&e "i&2 is a&s/ in0reasing'

Su0h (r/du0)s are "/s)& 0a)ered )/ &/3er in0/"e #ra02e)s* es(e0ia&& SEC C and SEC D' 6his

si)ua)i/n has &ed )/ )he (r/0essed and (a02aged "i&2 indus)r )/ ha4e in0reasing 0/"(e)i)i/n

a"/ng a e3 (&aers &i2e Nes)&e* Engr/* Sha2argan; and Ha&ee# a&& 0/n)ri#u)ing )/ an

/&ig/(/&is)i0 na)ure / "ar2e)'

Company Overview

Ha&ee# F//ds L)d' 3as in0/r(/ra)ed /n 3i)h a 0a(i)a& / Rs' >? Mi&&i/n under )he

na"e / Chaudhr Dairies Li"i)ed 3hi0h 3as rena"ed as CDL F//ds Li"i)ed and n/3 i) is

2n/3n )/ #e Ha&ee# F//ds Li"i)ed' A) )he )i"e / in0e()i/n* )he 0/"(an had a 0a(a0i) /

(r/du0ing =-*--- 5 &i)ers / "i&2 (er da ha4ing )/)a& area / ., a0res' Ini)ia&& 1@- (e/(&e 3ere

e"(&/ed a) )he (&an)' 6he (r/du0)i/n (r/0ess s)ar)ed 3i)h UH6 &i8uid "i&2 and 3as /ne / )he

(i/neers in )he )hen &a)es) (r/0essed "i&2 )e0hn/&/g' In /rder )/ (r/4ide )he #es) 8ua&i)

(r/du0)s )/ i)s 0/nsu"ers* HFL has a 3e&&de4e&/(ed su((& 0hain inras)ru0)ure' I) has hea4i&

in4es)ed in a 4as) ne)3/r2 / 0/"(an /(era)ed "i&2 0/&&e0)i/n 0en)ers a0r/ss )he 0/un)r'

Ha&ee# 3as )he "ar2e) &eader in )he (r/0essed and (a02aged "i&2 indus)r #e/re ,--@* 3hen

)he 0/"(an a0ed s/"e )es)ing )i"es and 3as /4er )a2en in "ar2e) share # 0/"(anies &i2e

Nes)&e and Engr/' 6he 0/"(an had )he &i/n share / )he "ar2e) and in ,--, )he 0/"(an0/n)ri#u)ed @>9 )/ )he 0/un)rs (a02ed "i&2 "ar2e)' H/3e4er* a"id 8ua&i) 0/n0erns /4er i)s

(r/du0)s and adu&)era)i/n 0&ai"s* )he 0/"(an &/s) /u) /n "ar2e) share )/ /)her 0/"(anies su0h

as Nes)&e' 7i)h a&"/s) ha& a de0ade / &/sses and de0reased sa&es* Ha&ee# F//ds under)//2

0ru0ia& 0hanges )ha) 3/u&d he&( )he 0/"(an re4i4e i)s /r)unes'


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Corporate and Supply Chain Strategy

7i)h a 0hange in s)ra)eg* an/)her 2e e&e"en) 3as )he /()i"i!a)i/n / i)s su((& 0hain* and )/

a&ign )he su((& 0hain s)ra)eg 3i)h i)s 0/r(/ra)e s)ra)eg' 6he 0/"(an has gradua&& )a2en

s)e(s )ha) are ai"ed )/ in0rease /4er a&& su((& 0hain 4a&ue and (r/i)a#i&i)' Su0h s)e(s are

0ri)i0a& /r )he 0/"(an )/ 0/"(e)e as redu0ed 0/s)s 3/u&d he&( Ha&ee# in regaining "ar2e)

share as 0/"(e)i)i4e (ri0ing is 0/u(&ed 3i)h grea)er 8ua&i) (r/du0)s'

Ha&ee#s 0/r(/ra)e s)ra)eg in re0en) )i"es has #een )/ de&4e Dee(er in )he Pra"id DiP' 6his

is a )er" 0/ined # 6e)ra Pa2 in i)s annua& re(/r) /n )he dair indus)r* 2n/3n as )he 6e)ra Pa2

Dair Inde' In )he Inde* 6e)ra Pa2 has iden)iied 0/nsu"ers )ha) earn )3/ )/ eigh) d/&&ars a

da* #u) a00/un) /r .=9 / &i8uid dair (r/du0) 0/nsu"()i/n in )he de4e&/(ing 3/r&d' 7i)h a

huge (/)en)ia& "ar2e) )/ ser4e in Pa2is)an* 6e)ra Pa2 has "/de&ed i)s 0/r(/ra)e s)ra)eg )/ /0us

/n DiPs # (r/"/)ing 6eaMa* a )ea 3hi)ener* as /ne / i)s 2e #rands' Fur)her"/re* )he

0/"(an a&s/ 0/"(e)es 3i)h )he "ar2e) &eaders # /ering 0/"(e)i)i4e (ri0ing' In /rder )/

a0hie4e su0h 0/r(/ra)e s)ra)egies* Ha&ee# has )/ a0hie4e 0/s) /()i"i!a)i/n* and in )his regard* a

2e area )ha) "anua0)uring 0/n0erns 0an /0us /n )/ a0hie4e su0h s)ra)egies* is in0reasing )heir

su((& 0hain (r/i)a#i&i)'

6/ a0hie4e su00ess* an 0/"(an "us) ha4e 0/"(e)i)i4e and su((& 0hain s)ra)egies a&igned in

/rder )/ a0hie4e 3ha) is 2n/3n as )he s)ra)egi0 i)* 3hi0h is )he 0/nsis)en0 #e)3een 0us)/"er

(ri/ri)ies / 0/"(e)i)i4e s)ra)eg and su((& 0hain 0a(a#i&i)ies s(e0iied # )he su((& 0hain

s)ra)eg'

Ha&ee# has )hus ad/()ed su((& 0hain s)ra)egies )ha) /0us en)ire& /n dri4ing 0/s)s d/3n* in

/rder )/ a0hie4e (r/i)a#i&i)' 6he 0/"(an uses )he "/))/s* GSe&& "/re* Se&& Righ)* and GCu)

C/s)* r/3 Fas)' In /rder )/ a0hie4e )he 0/"(e)i)i4e s)ra)eg / se&&ing a) (ri0es &/3er )han

0/"(e)i)/rs* )he "anage"en) has )/ s8uee!e "argins # #eing 0/s) ei0ien)' As su0h* a)

Ha&ee#* 0/s)s are s0ru)ini!ed in de)ai& a) e4er s)e(' A&& )his has )/ #e d/ne 3hi&e "a2ing sure

#/))/" &ine is n/) ae0)ed'

In /rder )/ a0hie4e higher su((& 0hain (r/i)a#i&i)* a&& e&e"en)s / su((& 0hain "us) #e

/()i"i!ed /r 0/s)' 6/ a0hie4e )his* )he 0/"(an has irs) s)ar)ed / # 0u))ing 0/s)s in

(r/0ure"en)' B 0u))ing /u) de&i4er ss)e"s &i2e Hi&u De&i4er Ss)e" and S)ra)egi0 Mi&2


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Haleeb Foods Supply Chain !

Ser4i0es* )3/ 2e e&e"en)s / (r/0ure"en) in /&d )i"es* )he 0/"(an has "anaged )/ a0hie4e

higher 8ua&i) in(u)s and #e))er (ri0es' 6he 0/"(ans Mi&2 C/&&e0)i/n and Dair Ser4i0es

MCDS de(ar)"en) ensures )ha) (r/0ure"en) )a2es (&a0e r/" )he #es) 8ua&i) "i&2 s/ur0es*

3hi0h are r/" re&ia#&e s/ur0es and a) &/3es) 0/s)s' 6he 0/"(an has 4en)ured ar a3a r/"

ur#an 0i)ies in /rder )/ (r/0ure "i&2 r/" (&a0es ur)her a3a r/" ur#an s/0ie)* 3here 0/s)s /

(r/0ure"en) are 0hea(er' Fur)her"/re* )he 0/"(an (r/4ides ad4is/r ser4i0es )/ ar"ers )/

i"(r/4e dair ar"ing and gi4e #a02 )/ )he 0/""uni)'

Fur)her"/re* Main Cen)ers /r "i&2 0/&&e0)i/n and )rea)"en) ha4e #een redu0ed r/" 1? )/ =* in

/rder )/ a0hie4e s)ra)egi0 i)' 6he 0/"(an a&s/ &a / ,@- e"(&/ees in /rder )/ redu0e (ar/&&

0/s)s* and a0hie4e grea)er ei0ien0 &e4e&s 3i)h a s"a&&er* "/re "anagea#&e 3/r2/r0e' 6he

nu"#er / S)/02 %ee(ing Uni)s S%Us has a&s/ #een de0reased r/" >- )/ 1,* in /rder )/

si"(&i Ha&ee#s (r/du0) (/r)/&i/' Su0h s)e(s ha4e he&(ed re"/4e )he /#s)a0&es )/ 0/s)

/()i"i!a)i/n and )hus he&( )he 0/"(an a0hie4e a s)ra)egi0 i) #e)3een i)s 0/"(e)i)i4e s)ra)eg

and su((& 0hain s)ra)eg'

Achieving Strategic Fit

I )he )hree s)e( (r/0ess )/ a0hie4e s)ra)egi0 i) is 0/nsidered* )he irs) 3/u&d #e )/ ana&!e )he

de"and un0er)ain)' Ha&ee# 3/u&d ha4e a &/3 i"(&ied de"and un0er)ain) as i) has a air&

(redi0)a#&e su((& and de"and' F/re0as)s /r de"and 0an #e air& a00ura)e as Ha&ee# has #een

/(era)ing in )he dair indus)r /r /4er )3/ de0ades' Fur)her"/re* )here is a /0us /n 2e #rands

# Ha&ee# 3hi0h has redu0ed )he nu"#er and 4arie) / (r/du0)s' 6he 0/"(an a&s/ has

res)ri0)ed )he nu"#er / 0hanne&s i) (r/0ures r/"* &eading )/ &/3er i"(&ied de"and un0er)ain)'

F/&&/3ing is Ha&ee#s (&a0e"en) /n )he de"and un0er)ain) s(e0)ru":


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Haleeb Foods Supply Chain -

6he ne) s)e( re8uires )he 0/"(an )/ unders)and i)s su((& 0hain and 3he)her i) is res(/nsi4e /r

ei0ien)' 6he se0/nd s)e( re8uires )ha) )he 0/"(an sh/u&d "a( i)se& /n )he res(/nsi4eness

s(e0)ru"' 6he 0/"(ans /0us /n 0/s) /()i"i!a)i/n and re&en)&ess (ursui) )/ dri4e d/3n 0/s)s

3/u&d (&a0e i) #e)3een high& ei0ien) and s/"e3ha) ei0ien)' 6he reas/ns /r )he 0/"(ans

(ursui) )/ #e0/"e ei0ien) in )er"s / 0/s) ha4e #een &is)ed in de)ai& a#/4e' H/3e4er* a 0er)ain

&e4e& / res(/nsi4eness is a&s/ re8uired in /u)#/und &/gis)i0s and (/s) dis)ri#u)i/n' 6he 0/"(an

needs )/ "anage in4en)/r a) re)ai& s)/res as she& &ie / "i&2 (r/du0)s is n/) 4er &/ng' 6hus*

)he need /r res(/nsi4eness and )he 0/"(ans /u)#/und &/gis)i0s 3/r2 3/u&d gran) Ha&ee# a

(&a0e as a s/"e3ha) ei0ien) 0/"(an in )er"s / i)s en)ire su((& 0hain' 6he /&&/3ing sh/3s

Ha&ee# /n )he res(/nsi4eness s(e0)ru":


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Haleeb Foods Supply Chain /

6he )hird s)e( is )/ a0hie4e s)ra)egi0 i)' 6he 0/"(ans su((& 0hain /0us areas 0an #e seen in

)he )a#&e #e&/3:

Haleebs Supply Chain

Pri"ar g/a& L/3es) 0/s)

Pr/du0) design s)ra)eg Min (r/du0) 0/s)

Pri0ing s)ra)eg L/3er "argins

Manua0)uring s)ra)eg High u)i&i!a)i/n

In4en)/r s)ra)eg Mini"i!e in4en)/r

Su((&ier se&e0)i/n

s)ra)eg

F/0us /n 0/s)

6rans(/r)a)i/n s)ra)eg E"(hasis /n redu0)i/n /reigh)

6hus* 3e 0an dedu0e )ha) Ha&ee# has "anaged )/ a0hie4e a s)ra)egi0 i) 3i)h re&a)i4e& &/3

i"(&ied de"and un0er)ain) and an ei0ien) su((& 0hain' 6he /&&/3ing gra(h sh/3s Ha&ee#s

(&a0e"en) /n )he Un0er)ain)5Res(/nsi4eness "a(:


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Haleeb Foods Supply Chain #

Distribution

Dis)ri#u)i/n is deined as )he s)e(s )a2en )/ "/4e and s)/re a (r/du0) r/" )he su((&ier s)age )/ a

0us)/"er s)age in )he su((& 0hain' Ha&ee# F//ds se&&s )he "i&2 as (er /rders )/ )he dis)ri#u)/r

3h/ rese&&s i) )/ )he re)ai&er' Ha&ee# #eing )he "anua0)urer has /n& )3/ 3areh/uses* /ne in%ara0hi and )he /)her /ne is &/0a)ed /n i)s "ain (&an) in Bhai Pheru' E4en )h/ugh )he dis)ri#u)/r

is res(/nsi#&e /r (r/4iding )he ina& (r/du0) )/ )he re)ai&er* 0/ns)an) 0he02s are "ade and a&& )he

)rans(/r)a)i/n and "/4e"en) / )he (r/du0) is d/ne under )he su(er4isi/n / a )ea" "e"#er /

Ha&ee#'

Distributor Storage with Carrier Delivery

6he dis)ri#u)i/n design /r Ha&ee# is dis)ri#u)/r s)/rage 3i)h 0arrier de&i4er* as i) dea&s 3i)h )he

ina& 0us)/"er )hr/ugh an in)er"ediarJ )he (r/du0) (asses )hr/ugh "an hands #e/re i) ina&&

rea0hes )he ina& 0us)/"er' 6he dis)ri#u)/rs d/ n/) 2ee( an in4en)/r as )he (r/du0) )/ #e s)/red

in in4en)/r is (erisha#&e and has a she& &ie / /n& +- das' 6h/ugh )he in4en)/r 2e() is &/3

#u) )he dis)ri#u)/r ne4er runs /u) / s)/02 as )he in/r"a)i/n /r de"and is sen) #a02 )/ )he "ain

/i0e # )he )ea" "e"#er "/ni)/ring )he /u)&/3 / Ha&ee#s "i&2 (r/du0)s'

6h/ugh )he "anua0)urer is /n& res(/nsi#&e /r "a2ing de&i4eries )/ )he dis)ri#u)/rs* )he

)rans(/r)a)i/n 0/s) in0urred # )he "anua0)urer is grea)er )han )he dis)ri#u)/r as )he"anua0)urer has )/ "a2e s"a&& regu&ar de&i4eries )/ )he dis)ri#u)/r' As Ha&ee# e(/r)s i)s "i&2

(r/du0)s )/ Aghanis)an as 3e&&* )he )rans(/r)a)i/n r/u)e )a2en # Ha&ee# is )hr/ugh Pesha3ar

Ring R/ad' Mr' Arsa&an Chee"a "en)i/ned in )he in)er4ie3 )ha) Ha&ee# d/es n/) g/ #e/nd )his

(/in) #e0ause )ha) 0a&&s /r "a2ing use / i&&ega& 3as and engaging in #&a02 "ar2e)s'


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Haleeb Foods Supply Chain %

In/r"a)i/n &/3s )/ )he "ain /i0e /n dai& #asis # )he )ea" "e"#er / Ha&ee# as he gi4es

dai& re(/r)s /n )he de"and /r )he "i&2 (r/du0)s s/ )he de(ar)"en) heads 0an (&an and /re0as)

a00/rding&' Sin0e )he ha4e )heir sa&es )ea" "e"#ers 3/r2ing a&/ng 3i)h )he dis)ri#u)/rs* )he

d/ n/) ha4e issues regarding "a)0hing )he de"and 3i)h )heir su((&'

7hen )he de&i4eries are "ade # Ha&ee# )/ )he dis)ri#u)/r and r/" )he dis)ri#u)/r )/ )he re)ai&er*

)he 8ua&i) and )he 8uan)i) / )he (r/du0)s is ins(e0)ed' QADs ins(e0)s ea0h #a)0h #eing

dis(a)0hed and is (&a0ed in in0u#a)i/n /r . das and under /#ser4a)i/n /r @ das in 0ase /

"a;/r dis0re(an0ies in (r/du0) #eha4i/r'

Ha&ee# a&s/ "a2es use / e#usiness 3hi&e dea&ing 3i)h i)s "a;/r su((&ier* 6e)ra Pa2' A&& )he

/rders and (a"en)s are d/ne /n&ine 3hi0h sa4es )i"e and 0/s) /r Ha&ee# and i"(r/4es

res(/nse )i"e'

Supplier Selection Process

A) Ha&ee#* sin0e ra3 "i&2 is )he 2e in(u)* i) is 0/&&e0)ed r/" eigh) "i&2 0/&&e0)i/n 0en)ers

&/0a)ed in Pun;a# 3here "i&2 is 0/&&e0)ed r/" re&ia#&e s/ur0es /n &/3es) &anded 0/s)s' S/u)h

Pun;a# is rea&& ri0h in "i&2 and 0/s)s &esser )han "i&2 r/" /)her areas s/ Ha&ee# #us "i&2

r/" 4ari/us su((&iers r/" S/u)h Pun;a#'

Ha&ee# has dieren) su((&iers )ha) are dire0) ar"er* (r/gressi4e ar"er and 0/""er0ia& ar"er'Dire0) ar"er is a "i&2 "an 3h/ has /ne /r )3/ 0/3s' E4er da a)er )a2ing )he "i&2 /r his

/3n use he gi4es )he e)ra .> &i)ers (er da LPD )/ )he 0/&&e0)i/n 0en)ers / Ha&ee#'

Pr/gressi4e ar"er is a "i&2 "an 3h/ has @? 0/3s and 1-1@ LPD / "i&2 are 0/&&e0)ed r/"

his ar" in a 0hi&&er and )hen )a2en )/ Ha&ee#s 0/&&e0)i/n 0en)ers' C/""er0ia& ar"ers are )he

&arges) and (r/4ide )he #es) 8ua&i) "i&2' 6he ha4e a (r/(er 0/""er0ia& dair ar" 3i)h a#/u)

.--- 0/3s "a2ing ar/und ,@--- LPD / "i&2' H/3e4er )he 0harge a (re"iu" and hen0e are

)he "/s) e(ensi4e s/ur0e / "i&2'

6hen )here is )he 4i&&age "i&2 0/&&e0)i/n "/de& 3here )here is /ne (ers/n 3h/ )ra4e&s /n "/)/r

00&e 0/&&e0)ing "i&2 r/" )he en)ire 4i&&age 0/""uni)' 6his is )he 8ua&i) )hresh/&d' A)er )his

)he 8ua&i) / "i&2 su((&ied is )he 3/rs)' H/3e4er* ;us) )/ "en)i/n* )here are "/re s/ur0es under

)his 0a&&ed )he "ini 0/n)ra0)/r* Hi&u 0/n)ra0)/r* and )he s)ra)egi0 "i&2 su((&ier' Bu) Ha&ee# has

#anned )hese s/ur0es due )/ adu&)era)i/n in "i&2 # )hese s/ur0es and rea&& #ad 8ua&i)'


10/21

Haleeb Foods Supply Chain (0

Ha&ee# (r/4ides ad4is/r ser4i0es )/ ar"ers* a) )heir d//rs)e(* /r i"(r/4ed dair ar"ing sin0e

i) d/es n/) ha4e a s)ru0)ured "e)h/d / se&e0)ing su((&iers and assessing )he"' H/3e4er Ha&ee#

d/es 0h/se su((&iers /n a 4er #asi0 assess"en) 0ri)eria i'e' su((& 8ua&i)* (ri0ing )er"s*

in#/und )rans(/r)a)i/n 0/s)s and su((&ier 4ia#i&i) and re&ia#i&i)'

As "en)i/ned #e/re )ha) Ha&ee# uses g//d 8ua&i) "i&2 and has 8ui) )he s/ur0es )ha) adu&)era)ed

"i&2' Li2e an /)her 0/"(an 0/s)s are 4er i"(/r)an) )/ Ha&ee#* s/ Ha&ee# #us "i&2 r/"

s/ur0es )ha) gi4e a g//d (ri0e and are a/rda#&e' Fur)her"/re* Ha&ee#s 0/&&e0)i/n 0en)ers are

&/0a)ed in Pun;a#* hen0e i) 0h//ses su((&iers )ha) are near# )/ a4/id reigh) 0harges and

)rans(/r)a)i/n 0/s)s'

Su((&ier 4ia#i&i) and re&ia#i&i) is an i"(/r)an) 0/n0ern )/ Ha&ee#' 6he &i2e su((&iers 3h/ s)i02

)/ )he" )hr/ugh )hi02 and )hin and hen0e )he are 4er de4/)ed )/ )heir 0/""er0ia& ar"ers 3h/

(r/4ide )he" 0/nsis)en) su((& / g//d 8ua&i) "i&2 e4en in )he &ean seas/n'

6here are n/ /r"a& 0/n)ra0)s in )he "i&2 se0)i/n' H/3e4er* 3i)h 0/""er0ia& ar"ers )he d/

ha4e annua& 0/n)ra0)s a#/u) )he (ri0e ra)e* "ini"u" 4/&u"e / "i&2 needed and a 0/nsis)en)

su((& )hr/ugh/u) )he ear' S/"e 0/n)ra0)s a&s/ eis) 3i)h (r/gressi4e ar"ers a) )i"es' 6here

are n/ re4enue sharing 0/n)ra0)s #u) in/r"a& 8uan)i) &ei#i&i) and #u #a02 0/n)ra0)s d/ eis)'

Ha&ee# #us #a02 r/" re)ai&ers* (a02e)s / "i&2 )ha) ha4e #een e(ired and gi4es )he" )heir

0&ai"' Ha&ee# a&s/ a&&/3s i)s re)ai&ers )/ 0h//se 3ha) 8uan)i) / "i&2 )he re8uire a) ea0h

re(&enish"en) )i"e'

Ha&ee# d/es n/) share )he re)ai&ers re4enue' In a0) i) (as )he re)ai&er )/ dis(&a i)s (r/du0)s and

a&s/ gi4es )he" a re)ai&ers "argin / ?'@9' 7i)h i)s 2e a00/un)s and in)erna)i/na& 0hain

a00/un)s* )ha) in0&udes #ig s)/res su0h as Ma2r/* Me)r/* A& Fa)ah i) has 0/n)ra0)s )ha) )he gi4e

)he" ur)her dis0/un)s /n )heir (r/du0)s'

Mr' Arsa&an Chee"a said )ha) /r (r/du0)s /)her )han "i&2 )here is a (r/(er su((&ier assess"en)and se&e0)i/n (r/0ess )ha) in0&udes assess"en) 0ri)eria su0h asJ re(&enish"en) &ead )i"e* /n )i"e

(er/r"an0e* su((&ier &ei#i&i)* de&i4er re8uen0 e)0' a&/ng 3i)h )he 0ri)eria "en)i/ned #e/re

/r "i&2 su((&iers' He ga4e )he ea"(&e / s2i""ed "i&2 (/3der )ha) Ha&ee# i"(/r)s' F/r su0h

(r/du0)s Ha&ee# is regis)ered /n in)erna)i/na& )rading 3e#si)es and (/r)a&s 3here )he ind


11/21

Haleeb Foods Supply Chain ((

su((&iers and )hen /r" 0/n)ra0)s 3i)h )he"' 6he e4en su((&iers /r )hese (r/du0)s #

(ar)i0i(a)ing in )rade sh/3s and )hr/ugh )he 0/n)a0)s / )he (r/0ure"en) )ea"

N/ au0)i/ns are he&d /r 0h//sing su((&iers /r #/)h "i&2 and /)her (r/du0)s' H/3e4er* Mr'

Chee"a said )ha) e4en /r "i&2 3e &i2e )/ s)i02 )/ su((&iers 3h/ 3e ha4e #een 3/r2ing r/" )he

(as)'

il! Procurement Process

As "en)i/ned #e/re Ha&ee# (r/0ures #es) 8ua&i) "i&2 r/" re&ia#&e s/ur0es a) &/3es) &anded

0/s) a4ai&a#&e' 6he (r/0ure"en) (r/0ess / "i&2 a) Ha&ee# is uns)ru0)ured' I) s)ar)s 3i)h a sa&es

/rder* )he (r/du0)i/n (&anning )ea" 0a&0u&a)es )he 8uan)i) / "i&2 needed and )hen )he

(r/0ure"en) de(ar)"en) (r/0ures "i&2' H/3e4er /r /)her (r/du0)s )he (r/0ure"en) (r/0ess is

as /&&/3sJ

Re0ei4e* re4ie3 and (r/0ess de"ands (&a0ed # end users 4ari/us de(ar)"en)s'

Arrange /ers* (re(are #id ana&sis / ra)es re0ei4ed agains) de"and and 0/""uni0a)e

)/ end users /r e4a&ua)i/n'

Neg/)ia)e (ri0es and /)her )rade )er"s 3i)h 4end/rs'

Main)ain s)r/ng /&&/3 u( 3i)h 4end/rs and ensure su((&ies are re0ei4ed as (er agreed

)er"s and 0/ndi)i/ns'

7/r2 /n es)a#&ishing ne3 0/"(e)i)i4e 4end/rs )/ genera)e 0/s) sa4ings /r )he 0/"(an'

Pr/4ide su((/r) /r (ur0hase re&a)ed a0)i4i)ies )/ a&& de(ar)"en)s a) Head Oi0e and

Fa0)/ries'

Mr' Chee"a said )ha) )he ha4e ne4er rea&& a0ed a sh/r)age / su((& in "i&2 as )he "ain)ain

sae) s)/02s' In /)her (r/du0)s )he ha4e a0ed sh/r)age a e3 )i"es due )/ de&a in (r/du0)i/n

/r s)ri2es / )rans(/r) 0/n)ainers e)0' On0e h/3e4er* )he a0ed a (&an) shu)d/3n due )/ a de&a

in shi("en) / s2i""ed "i&2 (/3der )ha) is an ingredien) in )he (a02aged "i&2 as 3e&&'

Facility "ocation

Ha&ee# F//ds has 4ari/us di4isi/ns in 3hi0h i) /(era)es' 6he "i&2 di4isi/n has a su((& 0hain /

i)s /3n 3hi0h s)ar)s / r/" )he "i&2 0/&&e0)i/n and ends 3i)h )he "i&2 dis)ri#u)i/n'


12/21


A00/rding )/ Mr' Arsa&an Chee"a* Ha&ee# ini)ia&& had )3/ (&an)sJ /ne is in Rahi" Yar %han

and )he /)her /ne is in Bhai Pheru' Ha&ee# used )/ en;/ &/3 0/s)s in )ha) &/0a)i/n #u) due )/ )he

(hsi0a& dis)an0e* #e)3een )he (&an) and )he ur#an se))&e"en)s* )he reigh) 0/s)s 3ere 8ui)e high'

Ha&ee# has an/)her (&an) a) Bhai Pheru in N/r)hern Pun;a#' 6he (&an) in Rahi" Yar %han is n/)

un0)i/na& an"/re* s/&e& due )/ )he a0) )ha) 0/s)s 3ere "ini"i!ed i /n& )he (&an) a) Bhai

Pheru 3as u)i&i!ed' 6he dri4ing /r0e #ehind shi)ing )/ )his (&an) 3as )he )rade/ #e)3een

reigh) 0/s)s and hu"an res/ur0e 0/s)s' S/u)hern Pun;a# is a (&a)/r" /r high 8ua&i) hu"an

res/ur0e a4ai&a#i&i)' H/3e4er* )he Bhai Pheru (&an) is near "/s) / )heir sa&es regi/ns

iden)iied #e&/3 #enei))ing )rans(/r)a)i/n and redu0ing reigh) 0/s)s' 6he #enei)s / )he (&an)

in Rahi" Yar %han in0&ude:

S/u)hern Pun;a# is 4er ri0h in "i&2*

Mi&2 in )his &/0a)i/n is 8ui)e ine(ensi4e* e) "ain)aining 8ua&i)*

Hen0e* /r )he (ur(/se / "ini"i!ing 0/s)s* )he (&an) a) Bhai Pheru 3as u&& u)i&i!ed'

Sin0e )he a0i&i) is &/0a)ed 0&/se )/ )he "anua0)urer* Ha&ee# is said )/ #e /0using /n )he &/3

0/s) s)ra)eg' A&)h/ugh i) is 0&/se )/ "anua0)urers* Ha&ee# is s)i&& 8ui)e 0us)/"er res(/nsi4e as

3e&&' 6his is (i4/)a& /r Ha&ee# in /rder )/ re)ain i)s 0us)/"ers and #ui&d u( g//d 3i&& and

0us)/"er &/a&)'

Ha&ee# has eigh) Main Cen)ers under 3hi0h )here are )hir) )/ /r) su#0en)ers' 6he 0/&&e0)i/n

0a(a0i) / )he = Main Cen)ers is 1K- % Li)ers r/ss /&u"e' One 0/&&e0)i/n 0en)er is a) Bhai

Pheru 3here )he (&an) is &/0a)ed as 3e&&' 6he se4en /)her Main Cen)ers are a) E&&aha#ad* Ha4e&i*

Min0hina#ad* Chish)ian* Ari3a&a*


13/21


ar!ets #hey Serve

Ha&ee# ser4es 0i)ies and rura& areas s(read /u) in Pa2is)an' H/3e4er* i)s "ain eigh) sa&es regi/ns

are )he /&&/3ing:

1' Lah/re

,' %ara0hi

.' Faisa&a#ad

>' u;ran3a&a

@' Pesha3ar

?' Is&a"a#ad

K' Su22ur


14/21


=' Mu&)an

E4er area has a regi/na& sa&es "anager* /&&/3ed # an assis)an) sa&es "anager and ina&& a

)erri)/r sa&es "anager' 6hese )erri)/r sa&es "anagers are assigned )/ indi4idua& dis)ri#u)i/ns /

)he res(e0)i4e areas' A' Chee"a* (ers/na& 0/""uni0a)i/n* Mar0h ,K* ,-1.

Ha&ee# a&s/ e(/r)s "i&2 and 4ege)a#&e 0rea" )/ Aghanis)an' A&)h/ugh )he in0ur a 4er high

0/s)* )he a&s/ se&& i) )/ )he" a) a 4er high (ri0e s/ )he are una#&e )/ rese&& i) in Pa2is)an and

rea( ad4an)ages' Ha&ee# )a2es res(/nsi#i&i) / de&i4er /n& u( )/ )he Pesha3ar Ring R/ad'

Fr/" )here /n* i) is )he res(/nsi#i&i) / (ur0hasers in Aghanis)an #e0ause / )he s/&e reas/n

)ha) de&i4er ur)her ahead in4/&4es engage"en) in #&a02 "ar2e)s'

Ha&ee# e(/r)s "i&2 (r/du0ed in Pa2is)anJ i) d/es n/) ha4e a a0i&i) in Aghanis)an )h/ugh )his

s/r) / e(ansi/n is under 0/nsidera)i/n a) Ha&ee# A' Chee"a* (ers/na& 0/""uni0a)i/n* Mar0h

,K* ,-1.'

ode o$ #ransportation

6he "/de / )rans(/r)a)i/n u)i&i!ed # Ha&ee# is )ru02' As "i&2 is a (erisha#&e i)e" )ha) is

)e"(era)ures(e0ii0* using )ru02s is #enei0ia& /r Ha&ee# as i) guaran)ees sh/r)er de&i4er )i"e'

As "en)i/ned ear&ier in )he re(/r)* "i&2 is )ranserred r/" su#0en)ers )/ )he "ain 0en)ers and

r/" )here )/ )he (&an)* 3here )he "i&2 is )hen (r/0essed' During )his )i"e* )he "i&2 g/es )hr/ugh

nu"er/us 8ua&i) 0he02sJ irs) a) )he su#0en)ers and /&&/3ed # in)ense 0he02s a) )he Main

Cen)er' An #a)0h )ha) is n/) u( )/ )he "ar2 in )er"s / 8ua&i) is re;e0)ed i""edia)e&'

#ransportation %etwor! Design

6here are )3/ sides )/ a su((& 0hainJ )he su((&iers side and )he #uers side' 6he dis)ri#u)i/n

ne)3/r2 a) Ha&ee# is dieren) /r #/)h )he sides de(ending /n )he re8uire"en)s'

Direct #ransportation

A&& )he a/re"en)i/ned su((&iers* in0&uding )he ar"ers and MCs* )rans(/r) "i&2 dire0)& )/ )he

su#0en)ers / Ha&ee# r/" 3here i) is sen) )/ )he Main Cen)er and )hen )/ )he (&an) a) Bhai

Pheru' 6he su((&iers )rans(/r) "i&2 )he"se&4es )/ Ha&ee# )he #uer' Ha&ee#s /n& (r/4ides )he

)ru02s* a(ar) r/" )ha)* )he )rans(/r)a)i/n is /u)s/ur0ed' ari/us su((&iers* "en)i/ned in de)ai&


15/21

Haleeb Foods Supply Chain (!

a#/4e* are res(/nsi#&e /r )rans(/r)ing )he "i&2 )/ )he (&an)* e4en)ua&&' 6he r/u)ing / ea0h

shi("en) is s(e0iied and )he su((& 0hain "anager /n& needs )/ de0ide /n )he 8uan)i) )/ /rder'

6his de(ends en)ire& /n )he de"and and )he sa&es / )he 0/"(an' 6he reas/n 3h )his is

dieren) r/" a "i&2 run is )ha) )he r/u)ing is s(e0iied' 6here are , . r/u)es )/ rea0h )he Main

Cen)er and )he are (rede)er"ined' On0e )he 8uan)i) has #een de0ided* )he )rans(/r)a)i/n

#egins' P&anning / )he de"and and (r/du0)i/n is 0arried /u) a) )he s)ar) / e4er "/n)hJ

h/3e4er* i) is n/) (/ssi#&e )/ de0ide )he ea0) a"/un) )/ #e /rdered ,- das in ad4an0e as )he

0/"(an is n/) as "a)ure e) 0/nsidering )he &as) /ur ears / 0/n)inu/us &/sses )he 3ere in'

F/re0as)ing is 0/ndu0)ed /n )he #asis / 4ari/us a0)/rs su0h as 0/nsidera)i/n / )he

Las) "/n)h sa&es*


16/21

Haleeb Foods Supply Chain (-

Indus)r C/ndi)i/n*

E(erien0e / )he &as) 0/u(&e / ears'

A' Chee"a* (ers/na& 0/""uni0a)i/n* Mar0h ,K* ,-1.

#ransportation directly via a Central Distribution Center

On0e )he "i&2 has #een (r/0essed and is read )/ #e "ar2e)ed* a dieren) )rans(/r)a)i/n ne)3/r2

is used' Mr' Arsa&an Chee"a 8u/)es G6here are )3/ "/des / se&&ingJ /ne is OrderB//2ing and

)he /)her /ne is S(/) Se&&ing' A) )his (/in)* in Lah/re* /rder #//2ing is )he /n& "/de / se&&ing'

In (&a0es &i2e u;ran3a&a and /)her 0i)ies as 3e&& as rura& areas* s(/) se&&ing is "/re ee0)i4e'

As e(&ained # Mr' Arsa&an Chee"a* )he /rder #//2er g/es /u) r/" )he dis)ri#u)/r* 4isi)s >-

/dd re)ai&ers* and )a2es /rders r/" )he"* /&&/3ed # an in4/i0e' E4er dis)ri#u)/r has a 0/u(&e

/ /rder #//2ers and a )erri)/r sa&es "anagerJ and /ne 4an and sa&es "an is assigned )/ e4er

(air / /rder #//2ers' On0e )he /rder has #een )a2en* i) is dr/((ed / a) )he dis)ri#u)i/n 0en)er

)he 4er ne) da' Ha&ee# se&&s )he "i&2 )/ )his dis)ri#u)i/n 0en)er and r/" here* )he sa&es "an

a&/ng 3i)h )he 4an assigned* g/es )/ )he re)ai&er and se&&s i) )here* u&i&&ing )he /rders (r/"()&'

A' Chee"a* (ers/na& 0/""uni0a)i/n* Mar0h ,K* ,-1.

#ransportation and Inventory Holding Costs

Mr' Arsa&an Chee"a s)a)es Ha&ee# d/es n/) 2ee( an in4en)/r as su0hJ )he "i&2 is )rans(/r)ed

r/" /ne (&a0e )/ )he /)her as s//n as )he re8uired (r/0ess / 8ua&i) 0he02s /r UH6 )rea)"en)

has #een under)a2en' 6he /n& in4en)/r i) 2ee(s is )he sa"(&e / )he ea0h #a)0h )ha) has

underg/ne 8ua&i) 0he02s' A&s/* )he )rans(/r)a)i/n 0/s)s are re&a)i4e& &/3 as 0/"(ared )/ )he

)i"e 3hen )he (&an) 3as in Rahi" Yar %han' 6his is due )/ )he sh/r)er dis)an0es' Hen0e* Ha&ee#

en;/s &/3 0/s)s / )rans(/r)a)i/n and n/ in4en)/r h/&ding 0/s)s'

#ac!ling &is!s

Ha&ee# runs nu"er/us 8ua&i) 0he02s* e&i"ina)ing )he ris2 / (resen0e / ha!ard/us 0he"i0a&s in

)he "i&2 s/&d' H/3e4er* /ne / )he "ain (r/#&e"s )ha) eis) is / )he e(ir and she&&ie /

"i&2' Due )/ )he &i2e&ih//d / )he "i&2 rea0hing i)s e(ir da)e* i) is su((/sed )/ ha4e a she&&ie

/ n/) "/re )han +- das' In )his 0ase* )he sa&es )ea" and )he dis)ri#u)i/n ne)3/r2 (&a a

signii0an) r/&e' As )he (r/du0) is near i)s e(ir da)e* )he sa&es )ea" is in/r"ed / )he s&/3


17/21

Haleeb Foods Supply Chain (/

(r/gress / sa&es in (ar)i0u&ar s)/res' 6/ 0a)er )/ )his (r/#&e"* a ne3 dis)ri#u)i/n is under)a2en

3here )hese "i&2 0ar)/ns /r (a02e)s are r/)a)ed and (&a0ed in highse&&ing s)/res'

An/)her /()i/n )he ha4e is / se&&ing i) as /(en "i&2 . > das #e/re e(ir' H/3e4er* Mr'

Arsa&an Chee"a (/in)ed /u) )ha) i )he "i&2 e(ires* i) is #r/ugh) #a02 )/ )he 0/"(an'

Pricing Strategy

Ha&ee# s)ri4es )/ /()i"i!e i)s su((& 0hain # (r/"()ing ear& sa&es /rdering' 6he 3an) )/ ha4e

a((r/i"a)e& ,- /dd das / ear& /rdering 3hi0h 3i&& a0i&i)a)e (r/du0)i/n (&anning and ease

in ge))ing su((&iers su0h )ha) Ha&ee# 3i&& ha4e a #e))er #argaining (/3er in )er"s / 0/s)' Mr'

Arsa&an Chee"a ga4e )he ea"(&e / Pe(siC/ s)a)ing )ha):

G7ha) Pe(siC/ d/es is )he in0en)i4i!e )heir dis)ri#u)/rs )/ gi4e )he" sa&es /rders in ad4an0e*

s/"e)hing &i2e ,- /dd das in ad4an0e' 6his gi4es )he" a huge #enei) in /()i"i!ing )heir

res/ur0es'

H/3e4er* Ha&ee# is n/) "a)ure en/ugh as e) )/ 0/"(&e)e& i"(&e"en) )his s)ra)eg'

Ha&ee# e"(&/s a 0/"#ina)i/n / (ri0ing s)ra)egies )/ #es) sui) i)s needs and res/ur0e u)i&i!a)i/n'

7hen Mr' Arsa&an Chee"a 3as in8uired 3he)her Ha&ee# indu&ges in dieren)ia& (ri0ing* his

res(/nse 3as air"a)i4e' He s)a)ed )ha) )here is n/ dieren)ia& (ri0ing a) )he 0us)/"er end

e0e() i 0/"(ared )/ 0/"(e)i)/rs' H/3e4er* a) )he su((&ier end* (ri0ing is genera&& de)er"ined

# )he de"and i'e' h/3 "u0h / "i&2 d/ 3e re8uire* 3hen 3e re8uire i) and 3ha) is )he (re4a&en)

seas/n' 6he a0) )ha) 0/""er0ia& ar"ers are genera&& (aid a higher (ri0e ra)e )han )he /)her

su((&ier )iers su((/r)s )his 0&ai"' 6his dieren)ia& (ri0ing eis)s #e0ause 0/""er0ia& ar"ers

"i&2 su((& is / a higher 8ua&i) and inras)ru0)ure is #e))er de4e&/(ed' Addi)i/na&&* i) is a&s/

#ased /n )he a"/un) )he 0/""er0ia& su((&ier 0an (r/4ide in &u and &ean "/n)hs res(e0)i4e&'

C/""er0ia& ar"ers sh/3 0/nsis)en0 in &/3 su((&* &ean (eri/ds and hen0e /r" an/)her

reas/n )/ #e (aid higher ra)es'

M/re/4er* "i&2 (r/0ured near 0i)ies is a&3as / higher 0/s) 3hi&e i)s 0hea(er as /u "/4e )/

)he rura& se))ings'


18/21

Haleeb Foods Supply Chain (#

On )he /)her hand* dna"i0 (ri0ing is in4/&4ed 3hen se&&ing / re;e0)ed "i&2 r/" )he (&an)'

6he (ri0e de0reases as )he 8ua&i) and grade &e4e& / "i&2 de0reases' I) is s/&d )/ a )hird (ar)

0/n)ra0)/r a) a redu0ed ra)e de(ending /n )he &e4e& / re;e0)i/n' 6his "i&2 is usua&& used /r

s3ee) "anua0)uring 3hi&e s/"e / i) is shi((ed )/ 0i)ies and s/&d 4ia Ga3a&a /r "i&2"an a)

&/3er ra)es'

As ar as )he seas/na&i) is 0/n0erned* Mr' Arsa&an Chee"a 8u/)e is se&e(&ana)/r:

G7hen 0/&d "/n)h s)ar)s* (ri0es a0r/ss )he indus)r genera&& s)ar) )/ a&& in ra3 "i&2

(r/0ure"en) #e0ause a4ai&a#i&i) is high'

Mr' Arsa&an Chee"a ur)her e&a#/ra)ed # des0ri#ing )heir e(erien0e / a re0en) (ri0e in0rease

due )/ 0hange in seas/n and a de"and /r a grea)er 8uan)i) in "ini"u" )i"e s(an # Ha&ee#'

He s(e0iied )ha) in0reasing 8uan)i) re8uired a) a s)ead (a0e is easier and d/es n/) &ead )/ rise

in (ri0e' H/3e4er* sin0e Ha&ee# )//2 )he 0/n)rar a((r/a0h* i) had )/ a0e an in0rease in 0/s)s'

Fur)her /n* "i&2 is a&s/ #/ugh) in / (ea2 seas/n /r a re&a)i4e& &/3er 0/s)' I) is 0/n4er)ed and

s)/red in (/3der /r" and &a)er /n re0/ns)i)u)ed in)/ "i&2 3hen re8uired' H/3e4er )his (r/0ess

has a signii0an) a0)/r / 3/r2ing 0a(i)a&' Cash ri0h 0/"(anies 3h/ ha4e sui0ien) 0a(a0i) and

a#i&i) )/ h/&d )ha) &e4e& / in4en)/r* H/3e4er Ha&ee#* a0ing inan0ia& 0/ns)rain)s 0urren)&

d/es n/) e"(&/ed )his s)ra)eg in re0en) ears'

On )he /)her hand* a&)h/ugh /4er#//2ing d/es n/) a((& in i)s 0/re sense )/ Ha&ee#* i) a((&ies in

)he 0/n)e) / su((&ier #a02 /u)s' S)i&& )he (hen/"en/n / /4er#//2ing is n/) a((&ied )/ 0/un)er

)his (/)en)ia& sh/r)0/"ing' Mr' Arsa&an Chee"a 3as / )he 4ie3 )ha) i )he /resee a de0rease in

su((& de"and u&i&&"en)* )he use dieren)ia& (ri0ing )/ a))ra0) and5/r #rea2 s/"e su((&iers

/r" Nes)&e and5/r Engr/'

In$ormation #echnology

Mr' Arsa&an Chee"a (r/4ided 4er de)ai&ed in/r"a)i/n a#/u) )he use / I6 in Ha&ee#' He

ar)i0u&a)ed )ha) se4era& in/r"a)i/n ss)e"s are in (&a a) Ha&ee#' 6he 0/re en)er(rise res/ur0e

(&anning ERP e"(&/ed is Ora0&e 3hi0h is used /r i)s inan0ia&s and se4era& /)her #usiness

as(e0)s'


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Haleeb Foods Supply Chain (%

As ar as dis)ri#u)i/n ss)e" is 0/n0erned* Ha&ee# has an a((&i0a)i/n /r )ha) 0a&&ed GDis)ri#u)i/n

Manage"en) Ss)e"* DMS' 6his s/)3are is i"(&e"en)ed a) /ur dis)ri#u)i/ns 3here dai&

sa&es are #eing in0urred and Ha&ee# 0an /&&/3 u( /n h/3 "u0h is #eing s/&d a) ea0h sh/('

Ha&ee#s sa&es )ea" "/ni)/rs )he (r/du0)i4i) / ea0h /rder #//2er' H/3e4er )his is n/) a) a 4er

"a)ure &e4e& as e) #e0ause sh/( &e4e& en)ries are /n& )a2ing (&a0e in Lah/re regi/n 3hi&e )here

are /n& dis)ri#u)/r &e4e& en)ries )a2ing (&a0e in a&& /)her regi/ns' 6here is s)i&& s/"e /r

i"(r/4e"en) and Ha&ee# is 3/r2ing /n i) )/ i"(r/4e and e(and DMS* es(e0ia&& /n sh/( &e4e&'

GMi&2 Pr/0ure"en) Ss)e" /r MPS is an/)her I6 ss)e" 3here an a00/un) is "ade /r e4er

sing&e su((&ier / Ha&ee# and re0/rd is "ain)ained /r )he a"/un) #eing (ur0hased # ea0h

su((&ier* )he 8ua&i) and /)her su0h a0)/rs' Mr' Arsa&an Chee"a 8u/)ed* GE4en a gu 3h/ is

su((&ing us /n& > /r @ &i)ers / "i&2 is )/&d )/ /(en a #an2 a00/un) 3here )heir 3ee2&

(a"en)s are )ranserred /n&ine # Ha&ee#' Here a&s/' 6here is n/ 2n/3&edge a) )he su((&iers

end sin0e "a;/ri) / )he su((&iers are n/) 3e&& edu0a)ed and a&& )he ss)e" hand&ing and

/(era)i/n is d/ne a) Ha&ee#s end'

MPS is s/&e& /r "/ni)/ring (ur(/ses i'e' 3ha) is ha((ening 3here* h/3 "u0h "i&2 is #eing

(r/0ured and r/" 3here

In Addi)i/n )/ )hese* Ha&ee# indu&ges in (ure e#usiness 3i)h 6e)ra Pa2 /r (a02aging and 3i)h

/)her "a;/r su((&iers /r s(are (ar)s e)0'

Ha&ee# a&s/ has an /n&ine 0/"(&ain (/r)a& # )he na"e / CARE* 3here regi/na& )ea"s and

0us)/"ers 0an g/ /n&ine and regis)er )heir 0/"(&ain)s'

Si"i&ar (/r)a& Gea((r/4a&'0/" is /(era)ed 3i)hin )he /rgani!a)i/n /r "anageria& (ur(/ses' I) is

a (rea((r/4a& ss)e"' Ha&ee# has a &i"i) )/ au)h/ri) "anua& and 3hene4er /u 3an) )/ d/

s/"e)hing /r (r/0ure s/"e)hing* /u inser) /ur re8ues) in )he ss)e"' A00/rding )/ Mr'

Arsa&an Chee"a* )here are dieren) Gs(e0sJ i /u 3an) )/ (r/0ure an en)ire& ne3 )hing )han)he &as)* /r i i) is a ra(id& (ri0e 0hanging i)e"* ea((r/4a& is re0/""ended )/ )he e"(&/ees'

E"(&/ees )hr/3 in /ur 0ase and se) u( a hierar0h / (e/(&e 3h/se a((r/4a& is needed' Mr'

Arsa&an Chee"a ga4e an ea"(&e / an eis)ing re8ues) 3hi0h has #een a((r/4ed # a&& /)her

&e4e&s and is /n& &e) )/ #e a((r/4ed # )he CEO' Ha&ee# )ries )/ e&i"ina)e (a(er 3/r2 3i)h )his


20/21


ini)ia)i4e' I) a&s/ eradi0a)es 3as)age / )i"e and "an(/3er # (hsi0a&& )ranserring )he i&e )/

res(e0)i4e de(ar)"en)s /r 0/nsidera)i/n and signa)ures / )he au)h/ri)ies'

Supply Chain Coordination at Haleeb

Ha&ee# has i)s /3n sa&es )ea" )ha) 3/r2s in 0/&&a#/ra)i/n 3i)h i)s dis)ri#u)/rs and 2ee(s )ra02 /

i)s sa&es' An 0hanges in de"and are )here/re "/ni)/red # )he Sa&es /r0e "e"#ers' 6here are

= sa&es regi/ns Lah/re* %ara0hi* Is&a"a#ad* Mu&)an* Faisa&a#ad* u;ara)* Pesha3ar and Su22ur*

ea0h 3i)h i)s /3n )erri)/r sa&es "anager 3h/ su(er4ises sa&es / "i&2 S%Us and re0/rd / sa&es'

6he "anagers du) is )/ /r3ard )he 0/&&e0)ed da)a )/ Ha&ee#s "ain /i0e' 6he in/r"a)i/n /r

de"and is (resen)ed # )he sa&es "anager a) a "ee)ing he&d /n dai& #asis 3here a&& de(ar)"en)

heads dis0uss (r/du0)i/n (&an and u)ure "ar2e) e(e0)a)i/ns' Hen0e )here is 0/&&a#/ra)i4e

/re0as)ing and (&anning and a sing&es)age 0/n)r/& / re(&enish"en)'

Sin0e )he ha4e )heir sa&es )ea" "e"#ers 3/r2 a&/ng )he dis)ri#u)/rs )he d/ n/) ha4e issue

regarding "a)0hing )he de"and 3i)h )heir su((&' 6here are n/ #u&&3hi( &u0)ua)i/ns /r )he

0/"(an &eading )/ !er/ #//" and #us) 00&es' H/3e4er* )here is a (eri/d / )hree "/n)hs r/"

Fe#ruar )/ A(ri& 3here )he su((& / ra3 "i&2 is high' During )his dura)i/n )he de"and /r )he

(r/0essed "i&2 re"ains &/3' 6he 0/"(an in )hese "/n)hs #us as "u0h as i)s (r/du0)i/na0i&i) 0an hand&e and (r/0ess i) in)/ dr "i&2' 6his dr "i&2 is )han ur)her used /r (r/du0)i/n

/ &i8uid "i&2 3hen )he su((& / ra3 "i&2 a&&s sh/r)'

As ar as in4en)/r is 0/n0erned sin0e )he (r/du0) is (erisha#&e and has a +- das she& &ie

in4en)/r is 2e() &/3' M/re/4er sin0e )he de"and /r "i&2 is higher )han )he su((& )here is n/

issue / a00u"u&a)ing high in4en)/r &e4e&s / inished g//ds' 6he in4en)/r has )h/ugh a high

4/&u"e / (/3dered "i&2 )ha) )he 0/"(an re8uires #e0ause / sh/r)age / su((& / &/se "i&2

in )he d/"es)i0 "ar2e)'

6he 0/"(an d/es n/) gi4e in0en)i4es )/ i)s dis)ri#u)/rs n/r is i)s inan0ia& (/si)i/n s)r/ng

en/ugh )/ indu&ge in su0h indu0e"en)s' Be0ause n/ in0en)i4es are /ered su((& 0hain "e"#ers

0ann/) "ani(u&a)e se&&in and )he sa&es )ea" is 4igi&an) )/ 2ee( )ra02 / )he de"and' M/re/4er*

)he 0/"(an 3/u&d #e in )r/u#&e i "/re "i&2 is su((&ied )han re8uired #e0ause )he&& ha4e )/


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Haleeb Foods Supply Chain 2(

(a /r re)urn in3ards )//' 6he SCM "anager high&igh)ed )ha) )here eis)s a "ar2e) /r e(ired

"i&2 )//' 7hen )he "i&2 g/es #ad i) is (r/0essed again and s/&d in )he #a!aar'

Re0en)& )he 0/"(an a0ed an issue a) )he end / i)s su((& 0hain )ha) /00urred 3hen )he 0u)

)he (ri0e / 6ea Ma* )he 0/"(ans 4ege)a#&e #ased )ea 3hi)ener' 6he ini)ia& (ri0e 3as Rs'1,

3hi0h 3as 0u) )/ RS'1- #u) re)ai&ers 2e() /n se&&ing i) a) )he /&d (ri0e' 6/ 0/"#a) i) )he 0/"(an

0hanged i)s (a02ing 3hi0h high&igh)ed )he ne3 (ri0e'

A&& "i&2 (r/0essing 0/"(anies need )/ igh) /r su((&iers' Sin0e )here is a high de"and /r "i&2

#u) )here is &i"i)ed su((&* su((&iers ha4e higher (/3er re&a)i4e )/ 0/"(anies' 6his /)en &eads )/

s3i)0hing and shi)ing / su((&iers #e)3een 0/"(anies' S/ Ha&ee# a0es )rus) issue' M/re/4er*

)here are n/ /r"a& 3ri))en 0/n)a0)s' 6he re&a)i/nshi( is #ui&) ar/und he&(ing s"a&& s0a&e "i&2

se&&ers # (r/4iding ani"a& drugs* e(er) ad4i0e* 4e)erinar d/0)/rs e)0'

final haleeb report

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